A real estate website lacking a property search tool is not only non-competitive, but in this day and age, it can be safely called obsolete. Assuming you are a realtor who sees the importance of keeping up-to-date technologically, the next question is: where to start?
It can be confusing to choose a search tool. There are many questions to ask. Framed? No frames? What is a framed search tool anyways? Do I have to host it myself? Do I have to take a crash course in programming to get it going and keep it going?
There are three primary options, framed, partially integrated, and fully integrated, with the first and last being the most commonly used. They all have both pros and cons, so it makes sense to do your research and make sure you find the right option for your business.
Let’s start with the framed search tool option. When using a framed data feed, the information is obtained by linking to the MLS’s IDX URL with your active agent ID. This can be done by either the realtor/broker or more likely, by the website designer as it requires an understanding of the technical aspects of site design. Using the MLS’s URL data, you or your designer will build a frameset and then wait until the MLS verifies your information. After verification, you will be able use the search tools. Sounds easy, doesn’t it? Framed IDX provides a hands-off data presentation, which may be preferred if you don’t mind the downsides that come with not having control over the development or hosting.
With a framed search tool from your MLS, you get a cost effective way to send your visitors to a search page, but the benefits pretty much end there. Note some of the downsides to a framed IDX solution that are out of your control: Design – with a framed solution you cannot determine the design of the data display, and with so many integrated options out there, users will often see the un-unified formatting as unprofessional. Search Engine Optimization (or lack thereof) – by sending users to a framed-in page, you are taking your hard earned traffic and passing it off to a non-branded search page, and if this page gets a better ranking due to your linking to it, you won’t see any of the benefits. Lead generation – by sending your users to a MLS search page, you are giving up any ability to capture leads. If the customer wants more information, they will have to contact the listing agent, instead of going straight to you or asking you to get in touch with them. Extra Features – there are no extra features. No saved searches, no automatically emailed updates, and so forth.
The next possible choice is to download the raw data from the MLS and format it yourself. If you’re a programmer on the side or have one already in your employ, this would be a good way to go. You can choose how the data displays, what criteria the consumer can search by and what bells and whistles are available. The downside? You will need to keep on it. When the MLS information updates, you will need to make sure your site is also updated. There is a fair deal of work that goes into maintaining the MLS data feed, but if you are up to the challenge, this may be the right choice for you.
Last but not least is the integrated IDX solution. This is where you, as the agent or broker, subscribe to a custom-made IDX package that is hosted on the vendor’s server. Usually formatted to match your website, the search tools look like any other part of your webpage. Different vendors offer different options. Some, like IDX Broker, will give you access to the tools so that you can change the format, the style and add or delete additional tools such as traffic reports and mortgage calculators. This option is portable, so that if you change websites, you can move your IDX feed easily and quickly. Also, you won’t have to worry about having to learn programming to make it work. You can usually include handy implements such as search saves and email updates that will add benefit from the customer’s standpoint. In addition to this, you can find packages that include lead generation and branding tools that help with your SEO efforts.
The other side of the integrated IDX option is that there are costs associated with it. There is usually a one-time sign up fee and then a monthly fee which changes according to the vendor. You are also reliant on the vendor, so it becomes important to do your homework to make sure the company you choose is consistent and stable.
Depending on what your preferences are, there are many different choices you can make when you are ready to add the invaluable addition of property search tools to your real estate website. What you choose to go with is dependent on just how much interaction you want and how important the look and feel of the information is. Good luck!
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